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StacksCity Cave Case Study
Case Study 2024 Wellness · Growth marketing
CITY CAVE
Dom
total revenue lift
13%
weeks, closed scope
12
ongoing retainer
None
Overview
Insight-led growth work for Australia’s float and recovery franchise, delivered as a Three Month Rule closed-scope project.
A national franchise with strong retail presence but under-leveraged digital demand. The brief: find the insight, fix the funnel, and prove it in a quarter.
What was built
- ✓SEO and content system built around real search demand
- ✓Paid and organic working one funnel
- ✓Reporting the franchise could run itself
Approach & Tools
Key decisions
- Start from search demand, not brand ideasThe content system was built from what people in each franchise territory actually search for around recovery, float and sauna, not from a content calendar invented in a meeting. Demand first, content second.
- One funnel, two channelsPaid social and organic were measured against the same funnel instead of reporting as separate channels, so budget moved to whichever was cheaper at each stage rather than defending its own line on a dashboard.
- Hand over the machine, not a dependencyTwelve weeks, closed scope, no retainer. The reporting and content system were built so the franchise team could run them without me, which is the test every engagement here has to pass.
Inside look
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